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8.1 Introducing the Designers
CHAPTER EIGHT:
The Designers: Experiences and Comments
This chapter provides an overview of the designers’ interviewed for this study and reflects
on their entry into the fashion industry and development of their respective businesses.
Most of South Africa’s successful fashion designers started their careers from home,
creating new designs and selling their product ranges within the informal economy.
Through perseverance and clear vision, they have generated and sustained a local and
international clientele and brand recognition. Some of these designers now own their own
retail outlets that display their range of products and provide space for new designers.
Some have their own manufacturing facilities while others still manufacture in an informal
environment from home studios, supplying to the major retail outlets as well as to numerous
private boutiques that are appearing throughout South Africa with the intention of
showcasing local content (Roberson, 2006).
The 11 designers interviewed (figure five) are all independent designers and successful in
their own right. Some have been in the industry for many years, while others are relatively
new but are establishing their names and brands in the marketplace. All of these designers
manufacture from their own atelier (design studio) or factory, either doing most of their
own production or creating employment in their factories. As and when the need arises,
some will outsource part of their production demand to external CMTs or home-based
workers. Many have won awards for their work, taken part in Fashion Events and received
coverage of their designs in the media. Many sell their designs in both the formal and
informal economy, some sell from their own boutiques, while others sell through private
boutiques and many of them have and do export their goods.
The 11 designers created employment for approximately 32 people and when necessary,
employ extra temporary assistance to help with sewing. Nearly all of the designers said
that in-house operations were preferable, as this ensured quality control and efficient
oversight of production schedules and costing. It must be noted at this point that the
designers interviewed did not offer the researcher access to their staff, nor to their
factories.
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